---
title: "1L 'Loser Drinks' Win Over Young Consumers"
description: "Young consumers are increasingly favoring large 1L bottles of beverages, dubbed 'loser drinks' online, for their cost-effectiveness. This trend is reshaping brand strategies, though small bottles still dominate sales."
author: "燃次元工作室"
publisher: "New Distribution"
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published: "2023-09-21"
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# 1L 'Loser Drinks' Win Over Young Consumers

> Young consumers are increasingly favoring large 1L bottles of beverages, dubbed 'loser drinks' online, for their cost-effectiveness. This trend is reshaping brand strategies, though small bottles still dominate sales.

Li Xin's 'loser drinks' have become the new favorite among young people. According to some netizens, 'loser drinks' refer to the large bottle versions of many beverages. Since Kangshifu's tea drinks are more commonly available in large bottles, many people's 'happy water'—1L iced black tea—has also become a representative of 'loser drinks.' Online, there are many jokes about showing off Kangshifu iced black tea and saying, 'So I've been drinking the big bottle of loser drinks.' For young people, '500ml for 3.5 yuan, 1L for 4.5 yuan'—just one more yuan gets double the volume, which is a great value. However, the 1L packaging is too large and looks a bit cheap, making some consumers feel embarrassed, so they only drink it at home. Thus, 'loser drinks' became popular. In the past, large bottles were mostly bought by blue-collar workers, but now, urban young people are also buying large 'loser drinks' or 'poor ghost drinks.' This summer, Wu Yi, born in 1995, has been buying bigger 'happy water'—from 1.25L oolong tea, 1.5L lactic acid bacteria drinks, to 1L coconut juice and coconut water. He clearly noticed that he prefers larger packaging: 'I've been buying large-packaged drinks much more often this year.' From first-tier cities to lower-tier cities, many convenience store owners confirmed to Ranciyuan that compared to previous years, sales of large bottled drinks have increased significantly this summer. Beverage brands are also actively catering to this consumer preference by launching large packages. 'Even the Nongfu Spring jasmine tea and if coconut water I used to buy now have large packages,' Wu Yi told Ranciyuan. Behind the resurgence of large-packaged drinks is a shift in consumer behavior. In the past, under the trends of refined consumption and 'eating alone,' many small-packaged products emerged. But after the past three years, consumers now value cost-effectiveness more. Beverage brands including Genki Forest, Nongfu Spring, and Suntory have successively launched large packages around 1L. The large package strategy is also one of the ways brands differentiate themselves. A typical case is Dongpeng Special Drink, which launched a more cost-effective 500ml bottled drink different from competitors, helping it gain a foothold in the functional beverage market and still being its core product. However, despite the online buzz, large packages are still a 'supporting role' due to regional and channel differences. Ranciyuan learned from multiple convenience store owners that although demand for large packages is increasing, small packages still sell more. Zhang Dong, who runs a restaurant and convenience store in Wenzhou, told Ranciyuan that buyers of large bottles are mainly blue-collar workers, with daily sales accounting for about 15%, slightly higher than previous years. 'Large packages are mainly for promotions to attract customers, with low margins. Small packages have higher profits, so we prefer to stock and sell small packages.' Zhang Yi, CEO of iMedia Consulting, pointed out to Ranciyuan, 'The combination of large and small packages is just an attempt by brands to adapt to changing consumer preferences, using multiple specifications to fit multiple consumption scenarios and increase sales.' The popularity of 'loser drinks' does not mean large-packaged drinks will replace small ones as the mainstream. Buying 1L drinks only shows that this generation of young people values cost-effectiveness more, and drinking is just drinking—there's no need to rank it. Young people fall in love with 'poor ghost drinks.' From first-tier cities to county towns, large-packaged drinks are winning over more young people. In August this year, a consumer who bought 1L green tea at a Bigou convenience store on Chaoyang Road in Beijing told Ranciyuan that compared to small bottles, they most often buy large bottles around 1L this year. 'Friends around me all buy this way. 1L is more quantity and portable; any bigger is inconvenient to carry.' A clerk at Bigou convenience store told Ranciyuan that in his impression, 1L drinks have been around for years, 'but this summer, sales of 1L drinks are clearly better than last year.' Cai Cai, who runs a convenience store in Changsha, Hunan, has a similar feeling. 'Sales of large bottles are significantly better than last year, with 1L drinks selling best.' Cai Cai told Ranciyuan. As more people buy large bottles, Cai Cai adjusted her stocking ratio: 'Last year, large bottles accounted for about one-third of total stock, but this year it's half and half with small bottles.' [Image: 1L drinks. Source: August 15, 2023, Ranciyuan photo at a convenience store on Chaoyang Road, Beijing] 'In terms of sales, 1L tea drinks sell better than large carbonated drinks and better than juice,' Cai Cai said. 'Specifically by brand, large Kangshifu sells better than Uni-President.' Xiao Yuan, who runs a small supermarket in a county town in Lüliang, Shanxi, also observed that 1L large-packaged drinks in the freezer need restocking faster than other small-packaged drinks. 'Large bottles take up more space, so we store fewer, but once put in, they sell quickly.' Consumers' love for large packages is also influencing beverage brands' production. Established brands like Kangshifu and Uni-President often have 1L and above large packages under their multi-specification and multi-price strategies. A frontline salesperson from a well-known FMCG company in a southwestern city once told the media, 'Kangshifu has too many beverage items. The same flavor can come in several specifications, such as cartons, cans, 310ml, 500ml, 1L, 2L, even 5L... Among them, there are about 23 items in 1L alone.' Eastern Leaf, which previously had packages mostly at 500ml or below, also launched a 900ml large bottle at the beginning of this year, including jasmine tea and green tangerine peel pu'er, priced at 6-8 yuan. Before Eastern Leaf, Suntory's original oolong tea had already launched a 1.25L large capacity, and in April this year, Suntory launched a 1.25L large bottle of jasmine oolong flavor. Genki Forest's reduced-sugar iced tea also launched a 900mL large bottle of lemon iced tea, with a retail price of around 5 yuan. Around the Spring Festival in 2021, Genki Forest also launched 1.25L large sparkling water. Earlier, Wahaha's AD calcium milk and Nutri-Express successively upgraded their capacities, and even its other children's milk drink brand 'Shuangwaiwai' changed from 200ml small bottles to 400ml large bottles. Huiyuan also launched a 2L large barrel juice in 2022 to expand its product specifications, but Ranciyuan browsing its Taobao store found that 1L juice still ranks first in sales. Even the pursuit of large packages is spreading to the milk tea and coffee markets. New-style tea brands, competitors of 'happy water,' have been launching products measured in 'liters' or 'buckets' in the past year or two. In addition to the common fruit buckets, they continue to launch large bucket drinks around specific fruits, such as 2.2L watermelon bucket drinks, and 19 yuan for a large bucket of 'Overbearing Yellow Peach Dinosaur Egg.' Meanwhile, coffee shops in many places have introduced 'one-liter' iced Americano, hailed as the 'life-saving tool for office workers.' Large packages are making a comeback. 4 yuan is more cost-effective. The popularity of beverage specifications is often closely related to changes in C-end consumer behavior. In the past few years, under the influence of living alone, eating alone, and health consumption trends, 'solo enjoyment' consumption has spawned many small-packaged products, such as 200ml mini Coke. In 2019, when Eastern Leaf first changed its packaging, it was 'from large to small,' launching a 335ml mini bottle, smaller and more portable. Although many small-packaged drinks are more expensive per milliliter than larger bottles, at that time, the public was willing to pay for 'exquisiteness' and 'cuteness,' making small-packaged drinks popular. But now, this generation of young people has a more direct change in consumption views. The '2023 China Consumption Trend Insight' released by Insight Research Institute pointed out that more than 30% of respondents said they would prefer affordable, cost-effective brands when choosing brands, with 39% and 52% respectively. This generation of young people is returning to rational, more planned consumption. This gives 1L drinks a chance to win back consumers. In the past, 1L was considered a slightly awkward existence in the beverage industry. After all, 500-550ml is enough to quench thirst compared to 330ml cans, and 1L is too much for personal immediate drinking needs. But if extended to multi-person scenarios like dining and family, it can't serve the sharing function and is easily replaced by 2L drinks. But now, 1L drinks are considered more affordable and cost-effective. Jian'an, who often buys 1L drinks, also explained to Ranciyuan that 500ml Kangshifu iced black tea and green tea basically sell for 3-3.5 yuan per bottle, but adding 1-1.5 yuan can buy a 1L large bottle. Daily, 900ml Eastern Leaf retails for around 7 yuan, while 500ml is around 5 yuan, so the large bottle is more cost-effective per milliliter. [Image: 1L drinks. Source: August 16, 2023, Ranciyuan photo at a convenience store on Chaoyang Road, Beijing] 'This is what the joke means: 'It's not that 3 yuan can't afford it, but 4 yuan is more cost-effective,'' Jian'an said bluntly. 'And 2L is too much and inconvenient to carry, while 500ml is not cost-effective enough. Comparing, 1L is the most suitable choice.' At a Bianlifeng store on Chaoyang Road in Beijing, a clerk also told Ranciyuan that although there are not many types of large bottled drinks in the store, they sell quickly, 'mainly because they are affordable.' 'Those who come to buy 1L drinks are mostly delivery riders and workers, who seek large quantity and value,' the clerk said. 'Kangshifu 1L iced black tea has the highest demand. If they can't find it, they settle for Uni-President kumquat lemon or green tea, but many say the kumquat lemon is too sour. However, because of the large quantity, they sell well.' Besides cost-effectiveness, beverage brands are also competing to have 'cleaner ingredient lists,' with '0 sugar, 0 calories, 0 preservatives.' Sugar-free tea drinks and low-sugar tea drinks are also seen by many consumers as 'water substitutes.' Large specifications can better meet their daily hydration needs, further boosting the popularity of large-packaged drinks. 'The large bottled drinks I buy are mostly pure tea or juices with relatively clean ingredient lists and low sugar. Even if I drink more, I don't feel too guilty,' Wu Yi told Ranciyuan. 'I buy high-sugar drinks like cola, Sprite, and soda less frequently. For health, I prefer smaller sizes.' The 1L size of ordinary drinks mainly serves the function of cost-effectiveness, but 1L iced Americano and 1L large bucket new-style tea drinks, besides being cost-effective, also have the function of marketing and creating topics for social sharing. 1L milk tea or coffee is large and affordable, can be drunk all afternoon, but for most young people, the core purpose of spending 20 yuan is not to buy a large bucket drink, but to take a photo worth posting on Weibo or WeChat Moments, serving as 'social currency' to express and share. Large packages have limited effectiveness. Large-packaged drinks fit C-end consumer preferences, and making a fuss over packaging is a strategic choice. A widely circulated story in the industry is that Dongpeng Beverage, relying on 'relatively larger' packaging, successfully gained a foothold in China's energy drink market, where Red Bull held 90% share. Initially, to highlight differentiation, Dongpeng Special Drink avoided metal cans and chose PET bottles, pricing 250ml at 2-3 yuan per bottle. Later, Dongpeng launched a 500ml PET bottle with a dust-proof cap, priced at 5 yuan per bottle, differentiating from the small 250-330ml metal cans on the market. The 'large quantity and affordable' functional drink precisely targeted truck drivers, blue-collar workers, and other target consumers, and the 500ml large gold bottle became Dongpeng's core product. In Dongpeng Beverage's investor relations activity record released in 2022, it also mentioned that 'at this stage, 500ml Dongpeng Special Drink is the main source of market single-point sales growth.' Dongpeng Beverage continues its large package strategy. At the beginning of 2023, Dongpeng Special Drink launched an electrolyte water brand 'Dongpeng Bujiao La,' with products in 555ml and 1L specifications. It is understood that 1L is currently the largest specification for electrolyte drinks on the market, and the company stated in its financial report that this is to 'meet different sweating scenarios.' The popularity of large packages is also a response to the segmentation of consumer demand. Although 'large packages' with affordability as the key have been quite popular this year, they may still be limited to a 'trimming' role, and the possibility of becoming the main specification in the short term is currently very small. Ranciyuan also found in many convenience stores that large-packaged drinks are still placed in 'corner' positions on shelves, not becoming the protagonist in terms of quantity or position. [Image: 1L drinks in a corner. Source: August 16, 2023, Ranciyuan photo at a convenience store on Chaoyang Road, Beijing] At a Bianlifeng store on Chaoyang Road in Beijing, all large bottled drinks around 1L are placed on the bottom shelf. It's hard to find them without looking carefully, and some large bottles are even placed with daily necessities. A clerk told Ranciyuan that this is 'intentional.' 'Large bottles of 1L and above are too wide and take up too much space, so we don't display many. Also, the more visible positions in the store require paying for 'face,' and brands are unwilling to invest in such 1L drinks, so it's normal not to find them.' And although many store owners said that large bottled drinks are more popular this summer, when talking about the best-selling drinks, most still said 'small packages sell best.' From a business perspective, some merchants cannot invest too much enthusiasm in large packages. Due to regional and channel differences and stocking quantities, Xiao Yuan told Ranciyuan that 12 bottles of 1L cost about 36-37 yuan, while 12 small bottles cost 32 yuan, 'so 1L drinks only have one more cent of profit per bottle than small bottles.' 'To be honest, we don't like selling them either. After all, 5 yuan for 1L, while other drinks are 5 yuan for 500ml. It's obvious which earns more and which earns less,' the Bianlifeng clerk also said. Although large packages are highly anticipated this summer, in the final analysis, changes in packaging size are essentially a means for companies to cater to C-end consumer preferences, broaden consumption scenarios, and explore growth points. Just as in the past, under the trends of 'single economy' and 'eating alone,' mini drinks emerged, and those brands that originally focused on 500ml normal packaging are now, driven by the current consumption concepts of 'stocking up' and 'cost-effectiveness,' successively launching 1.25L large bottles targeting family and meal scenarios. Whether it's 'poor ghost drinks' or cost-effective choices, they are all consumers' autonomous choices in the market. 'High or low' is just a joke; what matters is personal satisfaction. References: 'Nongfu Spring Eastern Leaf Launches Large Bottles, Maybe Seeing This Consumption Trend,' from Interface News; 'Kangshifu's 'Water' Complex,' from Food Review. *Cover image from Visual China. *Xiao Yuan, Zhang Dong, Jian'an, and Wu Yi in the article are pseudonyms. *Disclaimer: Under no circumstances does the information or opinions expressed in this article constitute investment advice to anyone.


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